Concepting & Art Direction
Our task was to create a concept for Fortum’s Recycling and Waste Division for their toxic waste disposal campaign. We developed a concept that visually communicates the core of their business — the safe disposal of toxic waste to prevent it from reaching nature and human habitats. After all, not everything is meant to circulate.
AI Tools: Midjourney —v 5 and Photoshop AI
Concepting, package design & Art Direction
I was tasked with creating a series of labels and visuals for Hartwall’s craft beer series Mattsson, named after the founder of Lahden Mallasjuoma — a company Hartwall acquired in the Lahti area of Finland. I utilized AI to generate a variety of visuals inspired by the name and the flavor of each product. In this case, Hercules is a strong wheat beer full of character, so depicting Hercules lifting a hop was a fitting choice, complemented by colors that align with the existing product line.
